Analyse du marché et de l'entreprise Thomas Sabo.

1. 1
Introduction
The costume jewellery market is one that stays stable even with an economic
crisis. You can count several ranges in this market, from the Fashion
jewellery (made from non-precious metals) to silver jewels. Thomas Sabo is
one of those operators in this market. An analysis of Thomas Sabo will be
making to respond to the demand of the chief executive of Pandora, the first
competitor of Thomas Sabo. They want
to learn more about this brand because
they start to take more and more of the
market share. Then this report will be
useful to positioned Pandora in the
future. This analysis provide
information about the market, the
brand, their strategy, their challenges,
competitors, all Pandora have to know
to position itself on the market.
Title : Thomas Sabo
Source : http://guymosel.files.wordpress.com/2013/02/thomas-sabo.jpg
First of all Thomas Sabo was created in 1984 by the great Thomas Sabo,
Austrian and passionate of jewellery. He decided to open his own company in
the historic city of Laufan Der Pegnitz in Bavaria (Germany)1 and give to his
brand his name. His aim was to create top of the range silver jewellery with a
special design. One of the strengths of Thomas Sabo brand is the variety of
the collections (two per annum presented on the same time as Fashion
week); you can customize your bracelet or your necklace. The jewellery is
flexible and can be used to adapt to all your outfits with or without colors
and as well bright or mat.
1 http://www.marieclaire.fr/,thomas-sabo,20363,35256.asp

2. 2
Title : Susanne Kölbli²
In 1990, Susanne Kölbli2 joined the company
and became the Creative Director. Together
Thomas Sabo and Susanne started to give a
recognizable image of Thomas Sabo brand3.
In 1998, the first shop opened in Germany and
now there are approximately 120 shops all
around the world.
Nevertheless in this market there are a lot of
competitors so we will see what are the
competitive advantages of Thomas Sabo in order
to resist in the market and take more market
share.
The first part of the report we will examine the environment in which
Thomas Sabo develops as well as provide a corporate analysis. After we will
assess the competition, finish with the retail market strategy and with their
future challenges and positioning.
I) The Marketing environment
1.1 Costume jewellery market
The costume jewellery market represents an excellent section of resistance to
the economic crisis. It is estimated to be a 5% increase each year. The
jewellery market represents 4.1 billion Euros.
According to the files “Opportunities in the UK jewellery market” 4the silver
market peaked in 2011 but silver loses value each year, the ratio with gold is
now 1 for 40.
2 http://newsmag.thomassabo.com/EN-en/company/facts-and-figures/persons-behind-
the-brand/susanne-koelbli/
3 http://guymosel.files.wordpress.com/2013/02/thomas-sabo.jpg
4http://media.peru.info.pdf

3. 3
The costume jewel purchase is a small part of the customer budget and it’s
more impulsive expenditures. Silver is more popular than gold. The costume
jewellery is a superfluous pleasure, which we will not give up to. This market
is very cosmopolitan with a variety of styles, brands and ranges. It’s a stable
market but with a large choice of products, manufacturing style and delivery
channels.
In the costume jewellery market you can find a lot of bottom in the line such
as Claire’s and Moa or a very top of the range (Reminiscence, Thomas Sabo
and Swarovski). The costume jewellery tops of the range are alternative to
the luxury brand of jewellery. According to the market research “Jewels
tree”5 There is a new type of behavior which characterizes luxury jewellery
buying by modest customers; this is called the trading up.
To react to this new behavior some intermediary brands come out likes
Agatha, Eliot Bijoux, Pilgrim, Folli Follie and Borgia.
There is a proliferation of the offer, a multiplication of the brand and a really
quick replacement and always more creativity in this market. If a brand
wants to resist in this market, they have to be really reactive and ingenious.
In this market we can note different delivery channels and the retail outlet
branching out: traditional jewellery, department stores, store chains,
supermarkets, hypermarkets and luxury brands. So then in this market the
positioning is essential.
The market tendency is to branch out with new product like watches or
perfume (diversification on the men jewels market for example who start to
be an important part of the market share), create limited collections to
attract customers with the idea of “we are not a lot to have this product” and
allow to the customer to customize the jewel.
5 http://wyn-agency.herobo.com/ETUDE%20DE%20MARCHE.pdf

4. 4
There is an improvement of the personalization offered by setting up a
customer loyalty management with newsletters, games contests, pictures
and videos.
To differentiate, the brand tries to take part of the responsible citizen, the UK
consumer is becoming more socially conscious and like to know where the
products are coming from.
Passion for fashion among young people and the importance of women that
offers the pleasure of buying costume jewellery is a real asset to the jewellery
market however rising unemployment is a brake increasingly important
because the spending power decreases.
1.2 Porter’s five forces
- The bargaining power of suppliers
The suppliers don’t have much power because now Thomas Sabo is a big
organization, it’s mostly because Thomas Sabo wants a certain quality if the
supplier can give this quality they can negotiate prices because there is not a
lot of suppliers that work correctly and respect Thomas Sabo’s charter.
- The baigaining power of buyers
They don’t have any choice to negotiate the price but there are a lot of
competitors so if they have problems with the brand they will go to another
retailer and tell all their friends comments through social networks. This is
the reason why it’s really important to maintain good relations with our
customers.
- Rivalry between competitors in the market
There are several different competitors, the difference is done with the
creativity of the collection and everybody try to be more exceptional. We will
find several ranges and brands.

5. 5
- Threat of new entrants
The costume jewellery is a market high demand so a lot of retailer tries to
entrance in the market because it’s easy, now we can find costume jewellery
in the haircuts, in the ready to wear chains, on supermarkets and a lot in
internet so the company must differentiate.
- Threat of substitue products
Here for Thomas Sabo the substitute product are the bottom of the range
products that are less expensive and copy the concept.
Title: Diagram of the Porter’s 5 forces
Source : Author.
Lot of news
entrants,
several retails
outlets.
Competitor
product
Social network
The bottom of
the range
product,
copying the
concept
Quality
respect
Price
negotiation
Competitor
in the
market

6. 6
1.3 Technology and E-commerce
Expose to an increase of the jewels in the department stores, ready to
wear chains and fashion designers, internet takes an important place in
this market. Online sales became more and more significant.
The jewels are a perfect product for Internet because of its small size, we
don’t need to test it and the picture shows exactly what the product looks
like.
With Internet we can win over new targets like men who don’t want to
spend time going on all the shop to find the perfect jewel.
The presence of the Internet is inevitable and the presence on the social
networks too. But the jewelers must be careful about the social networks
lots of people give their opinions and comment, it’s really hard to make a
reputation but it’s really easy to destroy it.
With the emergence of the E-commerce, the sales are accelerating
because the supply is more important and easily accessible. Customer
can see a lot of different models at different prices. Comparing became
easier and the competition becomes harder.
Over time, there has been a noticeable shift in consumer behaviour; the
consumer is now keen to differentiate himself/herself and desires a
product that is more personalised. This is why Thomas Sabo has a good
concept for this present-day consumer because you can create your own
jewels, chose the colour, the model and the price. Thomas Sabo wants to
convey an image of luxury brand accessible to everybody, because if you
do not have a lot of money you can start your bracelet with the cheapest
ones and complete it later, tell your family that you want “charms” (jewels
that you can add in your bracelet) for Christmas or for your birthday. And
after few years you can have the perfect bracelet or more charms than
you need and change everyday the aspect of your bracelet.

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II) Corporate analysis
2.1 Corporate Identity
Thomas Sabo the German brand start in 1984 is now a lifestyle brand with a
lot of creative jewels, this brand is really appriciate by the Star who buy it
and wear it as Snop Dogg, Nicky Hilton, Beth Ditto, Robbie William and
Monica cruz.
The master mind in the organisation are Thomas Sabo himself (picture) and
Susanne Kölbli his creative director who work together to do the best to win
always more market share, be creative and dynamic. The brand offer 4
different lignes6:
- Thomas Sabo Sterling Silver
- Thomas Sabo Charm Club
- Thomas Sabo Watches
- Thomas Sabo Beauty
Title: Thomas Sabo Watches and Perfume
Sources : Google images
6 http://www.thomassabo.com/FR-fr/

8. 8
The sector who represent the majority of the revenue is Thomas Sabo Charm
Club, this is also the principal activity of Thomas Sabo, the other lignes are
more diversification. The direct sale is the bigest part of the retail. They
would like to associate fashion jewellery with luxe7.
All the lignes are harmonised on this way we can wear it gather together.
There lignes be very well in all occasion with so much originality. Thomas
Sabo and his team want to find the optimal quality. We can find their
collection in more than 200 retail outlet and they have more than 2000
official partners on the five continents.
The corporate policy is to became leader on the market, they adopt a creative
policy and reactive with a strong creation, they would like to answer as
better as they can to the demand and for long time. Their goal are create new
universes to answer to the needs of customize our products and the
internationalisation8.
For the coporate culture what is really important is the interest for the
others culture in the world including their own lifestyle to take inspiration.
Thomas Sabo loves travel all over the world, before have his hown conpany
he was a globetrotter. The second point is base on the following of fashion
industry to work with fashion industry, this is more the part for Susanne
Kölbli.
2.2 Parent company
Thomas Sabo doesn’t have any parent company they are alone but they work
with a lot of wholesaler so they have to find wholesaler who reprensent their
quality, their dynamism. They work together to became more international
7 http://ezinearticles.com/?Costume-Jewellery-and-Fashion-Accessories:-Industry-Report-
2011&id=5713732
8 http://newsmag.thomassabo.com/FR-fr/company/collections/

9. 9
and best know. Thomas sabo chose to adopt a multi channel distribution
but always selective because they take care of their image.
2.3 SWOT
Title : SWOT analysis of Thomas Sabo company
Strengths Weakness
 Large offer of product
 Big experience in the world of
the jewellery because they was
created in 1984
 A lot of partnership with
different supplier orstar (muse)
 Good reputation
 Strong presence on social
networks such as Facebook,
twitter or Pinterest
 Wide range of prices so it’s
accessible for different class of
custommer
 Growth : +228%
(turnover 25 000 000$ in
internationales sales)
 Can reach high prices
 Elitist brand
 The concentration is
comparitively less in regions
where the GDP is growing so,
Needs to go global
Opportunities Threats
 Market in expension in spite of
the economic crisis
 Product launch inspired the
world of sport
 Travel retail who develop the
brand to the international
market
 Competitors :lots of
competition
 Counterfeit
 The craft brands
 Multitude of new entrants who
wants to take market share
Sources : Author

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III) Competition
3.1 Retail’s competitors
There is a lot of different competitors to Thomas Sabo, direct and indirect
one. At the moment there is no great leader on the market it’s why they all
have approxymalty the same size for the two major competitor : Pandora and
Charmed. After this two there is other competitors but with a smaller size
and who have less market share than this three. The competition is always a
profitability because if there is no competitor there is no chalenge and the
customers are not attract by the product, the competitors help, in a
direction, Thomas Sabo be more know, they just have to differenciate
thereself between this large panel of competitors.
The majority of the competitors are like on the market a majority of small
independent retailers: the total stock of jewelry shops is composed of 75% of
multibrand stores, 25% exclusive shop they are all in different categories.
Different categories could be make out in the fashion jewellery9:
- Low price categorie includes ornaments where the price doesn’t exceed
30 dollars, most items are made in China, Afgghanistan and Syria
even if the label is often written “made in italy”. The distribution for
this kind of categories are on the open market, kiosks ans stalls.
- The average price segment is represented by jewellery that generally
costs from 30 to 200 dollars, mostly jewellery of Russian, German,
French or Italian firms as well as some Chinese and Korean
manufacturers. There is more quality and fashion than in the low price
category. The main channels of the implementation of this group are
counter-glass cases sections, boutiques in shopping malls,
departments in department stores, online shops and small specialist
shops.
9 http://ijmafjas.com/industry-facts.html

11. 11
- The segment of expensive costume jewellery is presented by items that
generally cost more than 300 dollars. Decorations are from the famous
fashion house like Yves Saint Laurent, Christian Lacroix, Christian
Dior, Valentino and Kenzo. This jewellery is available in prestige shop
and boutiques.
Thomas Sabo is situated on the top of average price but they have to take
care of the two others categories. People who doesn’t have enough money
would be going to the low price category and pepople who have money could
want a more luxury brand. Thomas Sabo has to be very careful with his
prices strategy and does’nt lost his customers. He could give chance to his
competitors to take his market share.
Recently there is the tendency of gradual saturation of the market with
cheap Chinese and South Korean semi-jewellery decorations. At the same
time, consumers demand more quality jewellery. That's why the most
perspective niche for the average price and also for Thomas Sabo.
In conclusion the direct competitors of Thomas Sabo are the jewellery shop
on the street we propose silver jewels with a nice design, the jewellery who
have the same or approximately the same concept as Thomas Sabo like
Pandora or Nomination, Swarovski, Charmed by Argento and Trollbeads and
Links of London (the jewellery and charm bracelet specialist). Or the brand
who propose the same concept but in a cheaper price.
In the other hand the indirect competitors are the jewellery who propose to
customise your own jewel like Thomas Sabo, because they have the same
target (people who wants to have something special, don’t find everywhere).
They work a lot on internet, so on web site we can find a lot of different
brand, who are their direct competitor because it’s easy, in one clic you can
compare, prices, design, quality, service.

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3.2 Retailer’s competitive strength
Thomas Sabo has a lot of competitive strengh because they propose the
perfect answer to the current demand. They have a good average price with
the respect of quality and service to the customer. You can customize your
own jewels but not so much like that it’s easier for us to produce and control
their stocks. They are original, they has got many collection and different
chamrs. With this lot of choice we can find the perfect jewels for women but
also for men. Thomas Sabo doesn’t forget a part of the market.
One of their most important competitive strength is that Thomas Sabo had
choose the travel retail as a main channel, sale in the retail outlet such as
international airport, cruise boat, this is a good way to be know all over the
world and there is not a lot of competitor on this sector.
The conquest of male customers is one of the competition advantages of
Thomas Sabo. Jewelery demand for man is real: it is estimated a market of
150 million euros.
Brands are more likely to launch a line of jewelry male, and whatever their
price positioning.
Thomas Sabo differs again by offering a balance between man and woman.
Nevertheless, the problem remains the distribution channel: the men's
collections have to be sold in the same outlets that line of jewelry for women
at risk of discouraging male customers not wishing to buy accessories in a
concept originally conceived for Women? Where a distribution channel
should they be dedicated? The answer is Internet who represents today an
ideal solution.
They also have strategy who didn’t work but now they have correct it like at
the beginning on internet some parts of countries were excluded from the
scope of delivery.

13. 13
Customer loyalty has been a long fall into place. An issue more important
than the consumer of jewelry is very volatile and there is a real potential for
loyalty.
The retailer has identified as competitive threats the rise of conterjects
because that form a parallel market. Firm use the name Thomas Sabo to
sale their own product in a cheaper price, customer could be desapointed to
the quality and give a bad image of the brand.
IV) Retail Market Strategy
4.1 Target audience
The target audience of Thomas Sabo is men and women between 20 and 35
years old. This is the core target, working people, females who are fashion
concious, they are middle class, in white-collar or blue collar jobs such as
chief executive or secretary.
Their shopping behaviour is buying on internet, ability to mix different style,
need to have jewels for all the occasion.
For Thomas sabo the second target is mothers and daughters who want to
live a special shopping experience, th
In a third part they have in target people who want to make a gift like a men
buying for their wives or daughters.
4.2 Company Image
Thomas Sabo want to convey a image of originality, dynamism, international
way of life. They also want to belong to the luxury and high quality product.
They use star to convey their image, Nico Rosberg the Formule 1 driver for
the man and Katty Perry for the woman. This two person represent exactly
the brand, active people, fashion, sporty, international, original.

14. 14
This strategy help to convey a certain image of the brand. They also use their
retail outlet to show the luxe of the brand, try to make live a experience to
the customer, like that they can’t forget the brand.
On their web site they use the color like black and white because it’s seems
color of rich brand, of luxury product, also a very clear and easy website.
Compare to their customer they give a image more confidence, the customer
trust on the offer because of what they look like and because of the big
reputation.
4.3 Use of technology
In last few years there is an increase of the E-commerce in the jewellery
market as well as all the industry. Nowadays that represent a real important
part of the selling (25%) . Every company have to take care of manage this
area.
Thomas Sabo have an internet website where you can order charms,
necklace, bracelets, watches and perfum. They also have few web site who
sell their items. The web selling represent a important of Thomas Sabo’s
selling.
However the problem with the e-commerce part is that the number of
competitor grow up every day especially from the luxury brand or the
accessories brand.10
They also use internet has the perfect tools to communicate with their
costummers or their future costumers through the social network, blog,
internet news paper. They can speak about us, promote their events and
their collection11.
10 http://www.abc-luxe.com/article.php?id_rub=2&id_rub_cat=1&id_art=8297
11 http://faulhabercommunications.com/case-studies/thomas-sabo/

15. 15
Internet is the indispendable tool to communicate with suppliers, take order,
control the chain of distribution. It is easier and quick, if there is no use of
the technology a company is not productive and can not take market share.
With the expension of the technology it’s find different ways of shopping as
the customer can try the items on internet before buy it with the augmented
reality, Thomas Sabo just have in project to use this kind of technolgy in a
near future.
4.4 Location strategy
The global strategy of Thomas Sabo is to be international, however there is
some country where they have a bigger number of market share, some place
where it’s easier to us to integriate. Thomas Sabo is most represented in
Europe compare to the United States or Asia.
The most difficult country to integriate are asian ones because there is lots
of problem with copyrate.
It exis 200 Thomas Sabo Shop in the world.
The intern market of Thomas Sabo is blend of Germany, Austria and
Switzerland.
Thomas Sabo’s location strategy is devided in diffferent location such as
shop, boutiques, internet shop.
Thomas Sabo is present all over the world in different mode12:
- Boutique of the brand in the capital or principal town in a country
- Shop In Shop or corners : in department store worldwide , upmarket
(for example : Harrods in London, Globus in Switzerland, Printemps in
Paris and South Korea with Hotel Lotte)
12 http://www.moodiereport.com/pdf/tmr_jan_06_13.pdf

16. 16
- Travel retail: in the airport, train station or in the plane.
(for example : Zürich Airport Terminal A and inflight with Lufthansa,
Condor or Austrian Airlines )
In this distribution 75% represent multi-brand shops and 25% exclusive
boutiques. The travel retail also represent 15% of the Thomas Sabo’s
selling.13
The travel retail sector is independent distribution channel who sale
products in sales outlets at international airports or on board aircraft of
various international airlines. Linking the brand with travelers is increasing
its popularity internationally.
4.5 Merchandising strategy
Their concept is based on visual merchandising that appeals to the
consumer, where they can find a huge variety of items of very high quality,
attractive in their designs, colours and shapes. Their customer is a
contemporary woman looking for a fashionable accessory, not just jewellery.
Thomas Sabo wants to have attractive shop where all customers can live an
unforgettable experience of buying and not just buy something.
The exceptional ambience and design high-end in the boutiques offer a
shopping experience unforgettable and emotional, with all that entails.
In addition, the shops provide immediate feedback to customers on
collections, which in turn can influence the design of future collections.
This is for the eclusive shop but THOMAS SABO brand is also present in the
spaces "shop in shop" stores in exclusives department store who are busy
and where there is a requirement of absolute quality in an environment of
choice.
13 http://www.abc-luxe.com/article.php?id_rub=2&id_rub_cat=1&id_art=8297

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They now try to oraganize a new concept of merchandising with the self
service shop.
Title: The news self-service sales Thomas Sabo
Specialty shops are supported by a complet partner program with subtle
concepts about the furniture and the layout of the sales floor, a fast delivery
service, a control platform B2B comfortable, not to mention the intense
activities of supervision and advisory assistance provided by the external
service14.
Thomas Sabo works with more than 2000 wholesaller all over the world who
are commit to delivery their product around the world.
14 http://newsmag.thomassabo.com/FR-fr/company/facts-and-figures/sales-
channels/wholesale/
Source : http://www.moodiereport.com/pdf/tmr_jan_06_13.pdf:

18. 18
4.6 Pricing strategy
The pricing strategy in Thomas Sabo brand is to find the best price
acceptalbe to the costumer. They have a special position in the market, they
are the lowest price in the luxury industry but they have the higher price in
the medium market. This is the reason why they attract lots of people,
because the middle class can buy this kind of luxury jewel but for a
attractive price for this level.
The price are included between 22€ and 2000€ for a charms, 30€ to 500€ for
a empty bracelet.
This strategy is benefic for their sale because they offer exactly what the
customer desire, a luxury jewels for an accessible price.
Title: BCG matrix
Source: Author
Relative Market share
MarketGrowthRate
STAR Question Marks
Cash cows Dogs

19. 19
4.7 Communication strategy
Thomas Sabo himself, like many creative forces he does not like giving
interviews to journalists, nor does he allow his picture to be taken15.
However this is not the aim of the brand, they use many different means to
communicate with their costumer about their product, the brand, sold, the
new collection. Thomas Sabo had found the perfect mixte to communicate.
They use all the tools they have in hand such as internet, media, star, …
The brand strategy is supported by strong advertising campaigns and public
relations activity. The point of sale is very important – the final look is
crucial.”
First of all they are present in the fashion magazine or professional magazine
with different advertising, something regarding charms or perfumes or
watches, dépending on wich magazine they put their advertising.
Of course they have a web site and they are following in all the social
network such as facebook, twitter, Pinterest. They also use fashion blog to
communicate with their fan and their most loyal customer who wants to
know everything about the news.
Thomas Sabo had also choose a star marketing strategy, they decided to
have some muse for the brand who could represent the image of the brand
in a real person. The most recent one is Katy Perry since january 2011 who
represent the collection “Sterling Silver”16.
The aim is to try to popularize their collection via taking a muse who is
adulated and mediated particulary by the target costumer.
15 http://www.moodiereport.com/pdf/tmr_jan_06_13.pdf
16 http://stiletto-strategies.com/tag/strategie-marketing-thomas-sabo/

20. 20
Thomas Sabo communicates with the sponsoring like with the offical
individual sponsor of the pilot Nico Rosberg. This idea is to be seen on the
formula 1 by all the men who for example could later buy a jewels for their
wifes.
Charity events are another way that Thomas Sabo use to communicate, it’s
good for their image and their reputation. They participate to the “House of
children RTL”.
To finish with Thomas Sabo communication as a german company they are
present in the German cinema, to help the creation of movies and
sponsoring the film launch.
Thomas Sabo have a good communication strategy because they became
really knows in the world, the idea their communicate interest people,
customize your jewels, choose your price all message that the customer
wants to hear.
V) The Company in the future
5.1 Strengths and weaknesses
As seen in the SWOT analysis Thomas Sabo have different Strenghts to
developed his brand however they also have few weaknesses but they need to
take care of change this weaknesses in strenghts. They have to conquer
news market to be present everywhere. They have to be careful about they
price strategy because if they became to expensive most of the costumers will
stop to buy their brand.
5.2 Challenges and opportunities
In the future Thomas Sabo have a challenge, continue to open more shop in
the world and develop the self service shop. The desire a bigger expensionto
the USA , Japan and chinese market.

21. 21
Their opportunities is to have different range of price and now differente
range of produit. They diversify theirself through new collection of product
such as watches and perfum.
There is a big entrance of the technology in the customer behavior, the
augmented reality start to be the way of shopping in the future. Some jewels
shop began to use the augmented reality to impress their customer because
they can try a jewels when they don’t actually have the jewels in hand17.
One of the big challenge for a company is to win the loyaulty of their
costumer, this is one of the must important challenge for Thomas Sabo in
the future. They start with “Charms Club” who is an opportinuty they have
to win the loyaulty of their costumer.
5.3 Future strategy
The future strategy would be to develop the self-service and augmented
reality system because it’s a news way of sale. Everybody doesn’t have time
to buy gift so that could be a good idea to develop this system.
Propose exclusive collection as Thomas Sabo start to do is a good idea to
stimulate the sales, people want always something news, something that not
everybody will have. They have to work on the impulse buying.
The third point were Thomas Sabo could take care of in the future could be
the planet with a brand eco-friendly. Be careful of where they buy, what they
buy, if the employees are well-treated, well-paid.
That could be also a good idea to communicate with, give a perfect image of
the brand.
The last point of the future strategy will be based on the male market,
nowadays it’s never seen wear to wear for men without accessories, Thomas
Sabo was one of the first to offer accessories for men.
It was a good idea and they won money in being the first on the market.
However they have to continue to propose the best offer now they have more
competitors.
17 http://indiatoday.intoday.in/story/jewellery-e-commerce-virtual-lounge/1/229960.html

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Conclusion
To conclude with this report, Thomas should be for the future using the way
of the self-service and the using of the augmented reality because the
technology selling represent the future, if they are not “In”, they will lost lots
of market share. This king of selling is news and they can surprise the
costumer with this tools.
They also have to work with an eco-friendly system because nowadays
people are really interested by the organic product, product who takes care
of the evironment, where the employees are well treated, etc.
They must continue to have creative idea for the charms, why not more
develop the system of customize and giv more power to the customer. Like
that the customer could practically create his own jewel.
The biggest success of Thomas Sabo this last 2 years was the entrance in the
male market, they to develop again this target because they represent a big
part of the market and in constant evolution. Give the image of rock men
power was totally approriate to the men target costumer. Improve this way
will open more “doors” to Thomas Sabo18.
The success of Thomas Sabo is because of Thomas Sabo himself a traveler
all over the world who take idea from different culture, different country, he
would like to continue in this way of creator so now he says that “they don’t
look after the market now , they do what they want to do “19.
18 http://guymosel.files.wordpress.com/2013/02/thomas-sabo.jpg
19 http://guymosel.files.wordpress.com/2013/02/thomas-sabo.jpg